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Globalization of brand and consumer perception
(Maltepe Üniversitesi, 2015) Tamimi, Aisha Al; Salta, Zehra Handan; Koca, Ayça Özkan; Gezer, Murat Fevzi; Coşkun, Sema; Gülbay, Hasret Özdemir
The purpose of this dissertation was to explore how brand identity strategy has an impact on the consumer perception. The obstacles was to find the differences that existed between the desired and the reflected image, because there was not enough evidence to prove perceptions. The author investigated the area of brand perception by consumers and how the process is planned and measured to be viewed in the future, before identifying the potential difference between the realistic brand identity strategy arched over the ideal brand image perception.